CASE STUDY: RANİ FARM: ON FARM FOOD PROCESSING AND DIRECT SELLING IN THE MEDITERRANEAN SEASIDE OF THE TURKEY

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RANİ FARM: ON FARM FOOD PROCESSING AND DIRECT SELLING IN THE MEDITERRANEAN SEASIDE OF THE TURKEY

MODULE 1 CASE STUDY- 1

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RANİ FARMFARM DESCRIPTION

HISTORY AND FARM DESCRIPTION

Rani Farm was established in 1994 at Antalya – Evrenseki /Manavgat Region. All kinds of beef, milk, cheese and vegetables are produced naturally in the farm, on an area of 200.000 square meters. Food security is ensured through ISO22000 production quality certificate and PAS220 food security system through all stages of production from purchase to selling points.Until 2001, 300 head of cattle dairy beef breeding and fattening was carried out primarily for hotels. Since 2001, beef and dairy products have been diversified; the farm became the pioneer for organic agriculture in Turkey, and maybe even in Europe through its modern and healthy livestock breeding practices. Thus the Rani Farm brand was created.A total of 21000 fruit and citrus trees are being grown at Rani Farm, where the seasonal vegetables are cultivated at greenhouses. Rani Farm reaches out to its consumers with the slogan: “From farm, to fork” and is growing everyday through its investments.

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Rani Farm, as one of the leading farms in Turkey, continues its investments as a corporate entity, using the “Rani Cheese Organic” brand. It produces high quality foreign origin cheese in Turkey, and grows organic fruits and vegetables.The projects that are planned to be implemented at Rani Farm will set up a model for other Farms. Some near-term projects are as follows:Automated Calf and Kid Feeding:Calves and kids are fed only during or after milking of their mothers. On the contrary, the right and natural way to feed them should enable them to drink milk anytime they need to. Automated feeding system will enable continuous feeding, regardless of mothers’ milking periods.Becoming an important Stud Farm in Turkey:One of the priorities for Rani Farm is selective breeding and become a high-quality stud farm in Turkey.

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Rani Farm values human health, and therefore animal husbandry is carried out fondly with care for the animals.Animal husbandry in Rani Farm relies on 4 major principles:Finding the best way to allow the natural cycle of life, based on livestock race and age needs, and building modern shelters using modern technology to secure animals’ welfareFeeding livestock in the best possible way with additive-free provender for high-quality beef and dairy productionBreeding and fattening healthy cattle, contributing to genetic improvement and preventive medicine through selective breeding practicesProducing healthy beef and dairy goods with great concern for hygienic rules and thus creating a strong brand

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As of 2013, there are 2633 head of cattle at Rani Farm. Below is a distribution of cattle breeds:Female Stud (For Dairy Farming) - Holstein, Simental, Montofon-651Female Buffalo (For Dairy Farming)-117Female Stud (For Beef Production) – Angus, Charolais-43Female Goats (For Dairy Farming) – Saanen, Kilis-881Cattle Cows, Oxen, Water Buffaloes (For Fattening) – Holstein, Simmental, Montofon, Angus, Charolais, Buffalo-233Billy Goats (For Fattening) – Saanen, Kilis-273Well-Fed Chewy Sheep Curly – Fleeced-108Milk Chewy Sheep Curly – Fleeced-327

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Together with the increasing environmental awareness in Turkey, Rani Farm started its organic production in 2004, for contribution to the restoration of ecological balance and conservation of natural resources.An organic arable land, within Manavgat Evrenseki District is being cultivated by this purpose. Citrus and various fruits are cultivated on 57000 square meters of land, and vegetables in a glasshouse of 3000 square meters. Furthermore, various fruits are grown on 48000 square meters of land in Çolaklı District and on 22450 square meters of land in Yavrudoğan District. A certain portion of the goods produced at the Rani Farm are being sent to Sezer Group Hotels and the rest is put on sale in organic product markets in Istanbul.

In our plant, there are 29000 fruit trees in 175 different types and 5913 piece of them are organic.

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At Rani Farm, agriculture is performed with no harm to the environment. Its production structure, based on organic agriculture practices, protects the environment and values human health. Furthermore, Rani Farm continues to take an active role in social responsibility projects.For the first time in Turkey, eliminate the harmful waste and remove all the bad that can produce hot water and 500 KW of electricity, Bio power plant was built. It is fully functional.Rani Farm makes use of treatment plants for reducing negative impacts of chemicals on human health, and minimizing environmental and agricultural pollution. A certain portion of the revenue is being used on social responsibility project as part of the Farm’s vision on valuing human life.

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RANİ FARMFARM DESCRIPTION DATA & FIGURES OVERVIEW

PROPERTY EXTENT 20 Hectars 29,000 fruit and citrus Green house: 3 hectars Dairy cows: 651 Buffalo: 117 Female Angus, Charolais: 43 Saenen and Kilis goats for milk: 881 Beef cattle: 233 Saenen and Kilis goats for meat: 273 Sheep for meat: 108 Sheep for milk: 327

AGRICULTURAL PRODUCTS Animal production : Dairy and beef cattle, goat and sheep Plant production : Organic vegetables, fruits and citrus.

FOOD PRODUCTS More than 30 different cheeses, 3 different yogurt, organic fruits and citrus

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RANİ FARMFARM DESCRIPTION DATA & FIGURES OVERVIEW

ACTIVITIES Organic agriculture Organic animal production On farm food processing Direct selling

ON FARM FOOD PROCESSING and DIRECT SELLING Organic milk production from dairy cow and goat, more than 30 different kind of cheeses production, organic fruit and citrus. Direct selling in İstanbul and in Turkey, e-commerce

COMMERCIALISATION Direct selling to nearby hotels, direct selling to the markets, farm gate selling, e-commerce

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ON-FARM/DIRECT SELLING&

DIRECT SELLING TO THE HOTEL&

DISTRIBUTION TO NATIONAL MARKETS

ON FARM ANIMAL AND PLANT

PRODUCTION&

ORGANIC FARMING

KEY PROCESSES

PROCESSING AND MANUFACTURING ACTIVITIES ON FARM

RANİ FARMPROCESS GRAPHIC REPRESENTATION

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Process Description Competence Description Level

Knowledge on basic on farm processing procedures and legislations

To be able to respect the procedures for on farm food processing

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Production of products on farm, harvesting and storage

To be able to perform harvesting and storage conditions of products

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Using on farm food processing methods such as dring under sun, heating, biling and smoging

To be able to use food processing methods on farm

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Enlargement of product profile on farm

To be able to find innovative methods for on farm food processing

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Applying HACCP and other food safety methods on farm food production

To be able to know and apply food safety standards

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RANİ FARMKEY PROCESS DESCRIPTIONTIONON FARM FOOD PROCESSING

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Knowledge on basic marketing startegies

To be able to know general worldwide marketing methods

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Use on farm selling strategies and pick your own-U pick marketing

To be able to perform U-pick 2

Using roadside, farmgate marketing strategies.

To be able to use and know roadside and farmgate marketing and their legislations

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Use e-commerce marketing startegies and daily legislations

To be able know e-commerce marketing legislations

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Know and use labelling and certification methods of different type of food processing and marketing instruments such as Kosher, Halal and organic certifiaction

To be able to know and apply labelling and certification of foods for direct selling

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RANİ FARMKEY PROCESS DESCRIPTIONTIONDIRECT SELLING

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Knowledge on farm food processing techniques

To be able to know processing techniques for different products

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Know and produce quality low input food

To be able to know QLIF 3

Know the main problems and obstacles in on-farm food processing

To be able to know obstacles in on-farm food processing

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Supply food safety and hygiene conditions in each step of on farm food processing

To be able to apply food safety procedures

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Know the main methods of secondary food processing

To be able to know secondary food processing

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RANİ FARMKEY PROCESS DESCRIPTIONTIONON FARM FOOD PROCESSING

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Knowledge on gift baskets and mail order marketing startegies

To be able to know gift baskets and mail order

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Know direct selling of pecific products requires additional requlations and legislations

To be able to know direct selling of specific products

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Knowledge on e-commerce legislations and international rules

To be able to know international legislations on e-commerce

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Know dietary laws applied to Kosher and Halal food for direct selling

To be able dietary laws applied to Kosher and Halal food

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Know guiding principles for farmers working with farm-direct sales regulation

To be able to know guiding principles for farmers working with farm-direct sales regulation

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RANİ FARMKEY PROCESS DESCRIPTIONTIONDIRECT SELLING

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RANİ FARMINNOVATION & SWOT ANALYSIS

KIND OF INNOVATION STRENGTHS &OPPORTUNITIES

WEAKS &THREATS

Rani Farm is one of the first model farm for on farm food processing and direct selling in Turkey. The farm produce both organic animal products and fruit/vegetable products on farm.. The administrative board has an holistic and global vision and they last challenges are oriented today to the nutraceutical niche markets by producing organic and traditional foods for direct selling to the hotels and global markets.

Rani Farm has advantages and oppurtunities because it is located in the most popular touristic place, Antalya. It has special consumers and hotel kitchens for specific foods.

They are few new farms use the same startegy in the same region. Marketing to the hotels will be more harder in future if they can’t make progress on creating new strategies

They have also research areas on animals and on fruit and vegetables. They also produce organic vegetables in greenhouse. It is a very specific for organic production.

Production costs in animal products are getting increasing to compete with intensive production.

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RANİ FARMFARMER’S ADVICE

“On farm food processing is the cheapet way of production.

However, the farmers have to know legislations

And methods of processing”

“Direct selling is also the shortest way of marketing.

It has many advantages because Farmers do not

Need to have a market and a tool.Increasing oppurtunities by the means

of internet direct celling methods are developed”

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RANİ FARMPHOTO GALLERY & VIDEO

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http://www.ranifarm.com

www.youtube.com/watch?v=vSUhd60vXmM

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http://www.ranifarm.com/

Small Business & Entrepreneurship

CASE STUDY: RANİ FARM: ON FARM FOOD PROCESSING AND DIRECT SELLING IN THE MEDITERRANEAN SEASIDE OF THE TURKEY